a alexander ng
portfolio
2013 to
2016
DBS One.Tap MasterCard
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NFC contactless mobile payment
areas : Campaign Launch Identity client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Scott Issac cd: Francis Ooi
DBS launched the Singapore’s first virtual credit card on a mobile phone, DBS One.Tap. It allows users to make secure mobile payments through an NFC-enabled mobile phone at over 30,00 merchant acceptance points islandwide, from restaurants and cinemas to taxi trips. A logo and card face was created to kick start the whole new experience. The simplicity of the card face design was made up by a set of radiating lines edging out the shape of a credit card in a representation of contactless payment. Over a few months, a series of collateral are rolled out nation wide. An activation idea was planted in Lido Cineplex where passersby and movie patrons with NFCenabled mobiles were encouraged to tap their phones on Tap&Win booths. Through their mobile phones, winning participants get notified of their prizes. Random winners were picked behind hidden cameras to be showered with a spot-lit red carpet movie star treatment, flanked by glamour ushers, body guards, fan mobs and camera flashes.
Main Branch Supergraphics Taxi Wrap
DBS NFC One.Tap Digital Card Face
DBS ATM Cash Machine Screen
National Article
Direct Mailer with a Sliding Window Panel
Covering Envelope
Front
Reaveling Card & Primary Info
Full Page Press Ad
Inside Spread
Back
DBS One.Tap MasterCard
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NFC contactless mobile payment
Campaign Launch On-ground Activation
Activation Booth
DBS Treasures Brand refresh areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
Full Page Launch Ads To speak to them, we had to speak like them.
DBS Treasures is part of DBS Wealth Management services. Maintenance of more than S$350,000 in investments or asset under management with DBS Bank qualifies one as a DBS Treasures client. They enjoy an extensive array of financial and investment opportunities with personal RM on wealth management matters. In recent years, DBS has witnessed an increase of a younger generation attaining this wealth sector. This is a generation that is highly self motivated with unstoppable confidence and entrepreneurship in making new bench marks. Hence with this new target audience in mind, the new Treasures brand proposition was taken on board: ‘New ways of creating wealth for a New Wealth Generation’. From the bold headlines to the choices of model and photography styling, each details were carefully taken into consideration to bring across a refreshed brand image that is on-path with the unstoppable confidence of the new wealth generation.
DBS Treasures Brand refresh
Outdoor ads An unstoppable message that stopped people in their tracks.
DBS Treasures Brand refresh
DBS Treasures Brand refresh
Always in control 24/7. • Home Page Pweb Banners • Digital Online Banners • Social Media Posts • Digital Brochures For the self-service generation that wants information right here, right now.
DBS Treasures Brohcures Branding & Design
Different languages A5 Printed and tablet sized digital brochures targetted at specific audiences
DBS Treasures Private Client Sales Kit Branding & Design
areas : Interactive Brochure Communications client : DBS Bank Ltd. GSMC & Wealth Team roles : Art Direction, Design, Visualization and Brand Overview cd: Chris Lim cco: Neil Johnson
Tablet sized digital brochures targetted at specific audiences
DBS IWealth Campaign Launch areas client roles
: Campaign Launch : DBS Bank Ltd. GSMC & Wealth Team : Concept, Art Direction, Design, Visualization and Brand Overview
art: Lynn Hew cd: Francis Ooi and Chris Lim cco: Neil Johnson
Full Page Launch Ad
DBS IWealth Campaign Launch
Online and Mobile Ads Because they’re always on the go, we had to ensure our messages would reach them whenever they went.
DBS Altitude American Express and Visa Card DBS Altitude Cards Campaigns areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Low YH cd: Francis Ooi and Chris Lim cco: Neil Johnson
Travel is becoming increasingly important to the average consumer in Singapore. The competitive landscape currently shows an increased buzz for miles as travel becomes more affordable to consumers. More tie-ups between card companies and merchants are being formed to get consumers to convert their spending into miles. Hence, the miles earn rate is a key factor consumers consider before deciding which card to sign up. The client needed a clear, singleminded overarching message that reflects the Altitude Card. The result -–- a campaign that positions DBS Altitude Card as the fastest way to earn miles. Leveraging the key benefit of 3 miles per dollar spent, this integrated campaign aims to overtake key credit card competitors. The art direction communicates ‘fast’, using a sense of motion. It exudes a certain class that resonates with our well-heeled travellers.
Full Page Press Ads
Full Page Press Ads
A5 Size Direct Mailer Three Quarter Cover Flap Folded From Botom Up
C5 Diect Mailer Envelope
A5 Size Direct Mailer Contents Revealed With Flap Fully Extended
DBS Altitude American Express and Visa Card DBS Altitude Cards Campaigns
Outdoor Bill Boards and Banners in Airport, Tanglin Mall, Ngee Ann City and Taxi Wrap
Light Box Bill Board and In-Branch Supergraphics
In-Branch Posters and Standees
DBS Cashline Quick Credit App DBS Re-Branding Campaigns areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Vivian Chong cd: Francis Ooi cco: Neil Johnson
Cashline is a standby line of credit targeting those who hold multiple credit cards with different banks and are motivated by low interest rates with a fast approval time. With the intention to drive sign-ups from customers who are beefing up their spending power or from those in need of cash, DBS introduced a first-of-its-kind; the Quick Credit app. This app allows our mobile phone-savvy audience to speed up the loan process at their convenience. Simply download the app, snap their identification documents, complete the form and send it. Concurrently with the launch of the new DBS branding, this campaign was the first of many to be rolled out. From the concept of linking the product with a simple action of taking a selfie, to the choice of talent, expressions and mood of photography, a quirky yet authentic image was created. Its objective was to move away from the usual, over-polished model look that’s prevalent with most banking communication, and to create rapport with DBS customers.
Full Page Press Ads MRT Train Window Decals and Panels for all underground line
Half Page Press Ads
DBS Cashline Quick Credit App DBS Re-Branding Campaigns
In-Branch Pull-up Banners and Outdoor Supergraphics
In-branch Que Belt Hanger and Posters for DBS ATM Cash Machine
DL Size Take-one Leaflet
DBS Cashline 2015 Campaign areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Kelvin Poh cd: Francis Ooi cco: Neil Johnson
Cashline is a standby line of credit for people holding multiple credit cards with different banks. They are attracted to a low interest rate with fast approval time. In a fiercely competitive segment, DBS offers the lowest rate in town, at 8.88% p.a. for the first year. The objective is to drive people to take advantage of this rate and sign up, while promoting the already-existing Quick Credit app which enables online application by using your mobile phone. The communication is simple and direct, with low rates and fast approval the main message. A quirky and stylish visual interpretation of speed is taken to really engage DBS’ customers.
In Branch Poster On Standee
In Branch Poster
Facebook Post and P-Web Banner
DBS Cashline 2015 Campaign
In Branch Pull up Banners, Digital Posters, Standee, Supergraphics and Hanging Mobiles
ATM Posters
Branch Outdoor Supergraphics
DBS IWealth™ Treasures DBS Re-Branding Campaigns areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
DBS iWealth is an alternative online banking service for its digital savvy customers in their Wealth sectors. The audience consists of Treasures customers with at least S$350,000 in investments or assets under management with DBS Bank, as well as Private Bank customers with investments of at least S$5million. These customers would already have close ties with their Relationship Managers (RM) on a day-to-day basis, but they are now given an even more convenient way to manage their investments. With frequent updates of market currency and commodities trends, along with the latest insights and market news, as well as a round-the-clock online RM. Taking the lead in the Wealth sector, it is one of the first campaigns to initiate the new, refreshed modern image of DBS. The choice of talent, expression and photography style was closely directed to portray an authentic image. Its aim was to move away from the usual polished model look that’s pervasive among financial institutions, and to create compelling conversations with DBS customers.
Half Page Press Ads
Full Page Press Ads
Digital Online Applications
Various Out Of Home Bills Boards along Orchard Road and Banners at Treasures Branches Island-wide
DBS Treasures areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
DBS Treasures is part of DBS Wealth Management services. DBS Treasures clients can enjoy an extensive array of financial and investment opportunities with personal attention from their Relationship Managers on wealth management matters. They are also presented with regional lifestyle privileges ranging from hotels to luxury travel services. Maintenance of more than S$350,000 in investments or asset under management with DBS Bank qualifies one as a DBS Treasures client. Treasures campaigns adopt a simple and personal approach with the choice of talent, expression and mood of photography style closely directed to portray an authentic image. Its aim was to move away from the usual polished model look that’s pervasive among financial institutions, and to create compelling conversations with DBS customers.
Photography suite of talents
Various Out Of Home Bills Boards, Pillars, Travelators and Banners near Treasures Branches Island-wide
Animated Digital Posters in Treasures Lounges islandwide
Digital Online Banners
DBS Treasures DBS Tactical Campaigns areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah cd: Francis Ooi cco: Neil Johnson
DBS Treasures is part of DBS Wealth Management services. Its clients possess more than S$350,000 in investments or asset under management with the Bank. Besides enjoying personal attention from their Relationship Managers on wealth management matters, they are presented with regional lifestyle privileges ranging from hotels to luxury travel services. This campaign is a tie-up with SIA (Singapore International Airlines) to increase new sign-ups from a wider range of the wealth audience, giving an incentive of 40,000 KrisFlyer miles. It is a tactical approach focusing on the destinations of where one can fly to with 40,000 KrisFlyer miles. The simple split-flap destination display was also used to give the campaign a simple, effective visual branding.
Animated Digital Media Space within Singapore International Changi Airport
Long Banner within Nee Ann City Main Lobby Hall
Bill Boards, Super-graphics and Outdoor Banners at various locations within the vacinities of DBS Treasures Branches
On-ground Activation Have remote-control luggages moving around in shopping malls. These luggages can zoom around and act as ‘live’ ambassadors to inform passerbys about the 40,000 miles promotion.
DBS Treasures
DBS Treasures is part of DBS Wealth Management services. Its clients possess more than S$350,000 in investments or asset under management with the Bank. Besides enjoying personal attention from their Relationship Managers on wealth management matters, they are presented with regional lifestyle privileges ranging from hotels to luxury travel services. Matt gold and black are the predominant colours used on all above and below-the-line collateral. Annual seasonal greetings and invitation cards are essential requirements to be created to further enhance the clients’ privileged experiences. ‘Class’ is the key design essence to be maintained in all collateral. An example of that is an interactive mailer using subtle champagne glass graphic.
areas : Clients Greeting Mailers client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Sarah Chan cd: Francis Ooi
Celebrative Mailers for Local and Overseas Treasures Members
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Celebrative Mailer for Local Treasures Members with Vouchers to Retreat Spas and Fine Dinings With each voucher drawn out, a decreasing levels of champion are reveal within the die-cut out glass
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Celebrative Mailer for Overseas Treasures Members Interacting with the paper device on the cover reveals the celebration message and fills up the glass of champion
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DBS Treasures Welcome Pack and Off-shore Brochure areas : Campaign Brochures Design client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Rachel Chew cd: Francis Ooi and Chris Lim
In the early part of 2015, DBS launched the Sparks Campaign as an overall initiation to refresh the DBS brand. DBS Wealth Management services played a vital role here. As part of the Wealth sector, DBS Treasures requires a whole new brand refresh on it’s below-the-line collateral. The brief was redesign their digital/print welcome packs for onshore customers, together with materials required for running their first offshore acquisition drive. Targeted Treasures clients possess more than S$350,000 in investments or asset under management with the Bank. A new clean design approach was adopted in these collateral, a subtle play with their sparks icon that derives from the DBS clover shaped logo. A huge move-on from the previous dated collateral, emphasis was placed on design spaciousness that demonstrates a better sense of class and luxury.
Off-shore 8PP Brochure Front Cover
First Reveal
Second Reveal Full Extend
Welcome Pack 24PP Brochure
Back Cover
DBS PayLah! Apple Watch areas : Campaign Launch client : DBS Bank Ltd. CBG roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
The much appreciated launch of the Apple Watch got many Singaporeans very excited. The Apple Watch opens up exciting new opportunities for apps with its convenient accessibility on the wrist. DBS has always claimed to be a leader in innovation. The objective of this campaign was to amplify that fact on the launch date of the Apple Watch via the announcement of DBS PayLah’s availability on the watch. Users do not need to download a separate app from iTunes for the Apple Watch, they just need to enable PayLah! via the watch settings with a Bluetooth sync. DBS Paylah! is a mobile app that allows users to pay one another with ease. Our approach was to set aside DBS brand guidelines and go more in-line with Apple’s clean, confident outlook and messaging. The pure simplicity of this campaign took on a refreshing look that was well received by both the bank and the public.
Banner Ad on DBS website
Facebook Post Full Page Press Ads
BMW Connected Drive pitch campaign areas : Campaign Launch Ide client : Performance Motors Limited, BMW roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Thomas Yang cco: Neil Johnson
Pull Out Launch Press Ads (Teaser)
BMW Showroom Installations
This is a pitch for the launch of BMW ConnectedDrive. The BMW ConnectedDrive is a technology packed full of services and apps that connects the drivers closely to everything that matters. From the essential GPS driving assistance to online organizers and 24Hrs concierge services to locate nearest amenities, its chief purpose is to make tasks easier to perform, to free up time for other important things in our lives. With the existing ConnectedDrive vertical line graphic, we further enhance the idea of getting from Point A to Point ‘Be’ (where the audience want to be) by extending the line graphic outwards as map-out routes. All campaign ads are visually divided by the graphic with one end reflecting the features that ConnectedDrive offers and the other end showing images of daily solutions or lifestyle destinations. Our execution plays down the usual overwhelming car imagery, as we enhance the experience of where and how the audience want to ‘Be’.
Pull Out Launch Press Ads (Reveal)
BMW Connected Drive pitch campaign
Campaign Launch Press Ads
Cheque Incentives Direct Mailer
=ability campaign Pitch for National Council of Social Service areas : Campaign Pitch client : National Council of Social Service roles : Concepts Development, Art Direction, Design, Visualization and Brand Overview writer: Rachel Chew co-art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
The team was invited to a pitch for NCSS awareness campaign for Persons with Disabilities (PwDs). The brief was to build empathy, promote an inclusive community, and educate on etiquette. The strategy is an attempt to shift the apathetic to be positive by bringing PwDs abilities in the workplace to the forefront in the media. Instead of a government campaign with one big burst, the team propose to create a ground up movement from the PwDs. They live, play and work among us. In talent, skill and passion they are equal in ability. We want to bring them together with companies and community to shift the equation. From their usual message of ‘We are able’ to ‘Together we are able’. From ‘disability’ to ‘equal ability’. A brand identity was created with purple representing disability awareness. The equal symbol crosses out ‘dis’ in disability to turn it into ability. Working with corporations, the launch campaign celebrates the abilities of PwDs. Nothing is said about their disability, beyond what is shown visually. Instead, we hear about their passion, their talent and their skills.
Campaign Logo
Series of Double Page Press Ads
=ability campaign Pitch for National Council of Social Service
Digital Landing Page
Finale Event on City Hall’s Padang Field
Social Event : Blind Yoga Social Media of Mechandise Worn by Celebrities
Website for Purple Parade
Social Media on Purple Parde Online Pweb and Facebook Posts
Jewel at Changi Airport Branding areas : Campaign Identity client : Singapore Chngi Airport roles : Concept, Art Direction, Design and Visualization cd: Joel Chin and Chris Lim head of tribal ddb: Jeff Cheong
Changi Airport will be launching Project Jewel, scheduled to open by the end of 2018. It is envisaged to be a world-class lifestyle destination with outstanding architecture and an exciting myriad of lifestyle offerings. Its aim is to enable Changi Airport to capture greater tourism mindshare and strengthen its appeal as an air hub. It offers a wide range of retail and dining, targeting both local residents and travellers using the airport. Branding was required for this icon: The logo was developed from the essence of the crisscross architectural structure of the glass dome that encapsulates Project Jewel. The choice of colour reflects the natural gradients of blue and green. The specific cropping and positioning of its steel-like crisscross graphic turns it into a graphical representation of ferns, leaves and nature to give the brand an identity that is modern with a refreshing, natural touch.
Paper Bag
Business Card
Corporate Letterhead Envelopes Paper Bag
Lanyard Corporate Powerpoint Slights
Jewel at Changi Airport Campaign Proposals areas : Campaign Proposals client : Singapore Chngi Airport roles : Concept, Art Direction, Design and Visualization writer: Sarach Chan head of tribal ddb: Jeff Cheong
The Construct of the Symbol
Jewel Canopy
The Symbol
Graphical Application The graphic can be split into four trees to signify the four terminals. Their branches and leaves are free to ‘grow’, just as the airport continues to expand with activity and progress.
The Jewel Canopy captures the beauty of aviation in garden city Singapore. The concept highlights Changi Airport as a hub of connections, for both air travel and people. It uses a forest canopy to symbolise crisscrossing flight paths in one of the world’s busiest transit hubs. Singaporeans and tourists also gather here to enjoy its many attractions and offerings. Hidden jewel shapes are thus created using negative space, so it feels as though you are looking through the canopy into a garden of activity. Overall, the canvas produces a spiritually uplifting effect. By using nature as a motif, the Jewel Canopy turns Project Jewel’s construction stage into one of metamorphosis. The Jewel Canopy symbolises a grand project coming to life, documenting how it blossoms into a modern-day Garden of Eden. Whether you’re a traveller here for the first time or a Singaporean leaving for a holiday, the sight of the Jewel Canopy is revitalising and full of promise.
Nature Takes Flight
Display under day-light
Sculptural Display
Cocoon-shaped Resting Pod with Over-head Display
Global flight paths projected on a sweeping canopy produce a calming, serene overhead display. The canopy is hoisted up by tree-like structures made of material similar to aircraft bodies.
Extending the installation to ground level, the flight path canvas is replicated inside cocoon-shaped pods. Weary travellers in transit or local shoppers may rest here, soothed by the calming display.
Evening display
‘Nature Takes Flight’ is centered on how air travel connects people with places. As society advances, people travel more than ever. The ‘Nature Takes Flight’ installation visualises the world’s daily flight data to represent the growing human connections enabled by air travel. The installation transforms the bustle of air travel into a calming, serene display. Projected on a ceiling canopy, the installation charts the daily movement of planes and people and brings out how meaningful these arrangements can be. It is interactive, allowing visitors to select their starting point and get a unique view of their plane’s journey. As day changes into night, the flight paths are illuminated. The canopy spreads across and amongst the blooming lush greenery of the Jewel Terminal. As a whole, this brings the pulse of the sky’s journeys closer to visitors in one of the world’s busiest transit hubs. The concept can be extended to seating areas on-ground, or to merchandise such as posters, postcards, t-shirts, and scarves. ‘Nature Takes Flight’ is a way to take home the memory of a meaningful route; a memory that began, or was completed, at the Jewel Terminal.
Singapore Changi Airport pitch areas : Campaign Pitch client : Changi Airport Group (Singapore) Pte. Ltd. roles : Art Direction, Design, Visualization and Brand Overview cd: Joel Chin and Chris Lim
The team was invited to pitch for Singapore Changi Airport. As the world’s busiest airport, SCA offers all travellers and local visitors a wide range of services, from top-end business lounges to children entertainment, from restaurants with diverse cuisines to trendy fashion boutiques. Taking inspiration que from the architectural shape of SCA’s skyline, which is mainly a composite of the distinctive control tower with the over-arching glass dome Jewel where all it’s terminals will be linked up in the near future, an outline of the campaign’s key visual was being laid down. The idea is to use this outline as a open canvas to be filled with a juxtaposition of distinctive icons that represent each services that SCA offers. This treatment met the objective of creating a series of impressive yet harmonizing visual arts that gave this new branding an unique, diverse, stylish, yet distinguishable look.
Key Visual for Bars, Cafés and Restuarants
Key Visual for 1st Class and Business Lounges
Key Visual for Children’s Playgrounds and Entertainments
Architectural Inspiration for Campaign’s Key Visuals
Key Visual for Destinations Promo : Harbin China
Architectural Inspiration for Campaign’s Key Visuals
Key Visual for Fashion and Shopping
National Gallery Opening DBS Live More Campaign areas : Campaign Launch client : DBS Bank Ltd. GSMC roles : Art Direction, Design, Visualization and Brand Overview co-art: Ivan Yeh cd: Francis Ooi and Chris Lim
The Singapore National Gallery opens it’s doors to the public on the 24 November 2015. It was a historical milestone for the country and DBS Bank was proud to be part of it as a founding member. An announcement campaign was required to introduce DBS Singapore Gallery during this opening season. The building had been an essential icon in Singapore history, it had seen through the times of British Singapore, the Japanese Occupation, major events that led to the independence of Singapore, and numerous national parades. To bring out the grandeur of this icon, a graphical painting-like angle was adopted for the campaign visual approach. With a wealthy archived of knowledge and culture of the nation’s past journeys, comes possibilities in the future generation. A young talent deployed in the key visual further demonstrates the hopes, the dreams, the sparks in this future generation. This awareness campaign also happen to be on path with the launch of the DBS ‘Live More’ brand campaign.
Double Center Page Press Ad
Digital Landing Page
S.U.R.E
a national information literacy initiative areas : Campaign Identity client : National Library Board Singapore roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Joel Chin and Chris Lim head of tribal ddb: Jeff Cheong
In this age of information overload, Singaporeans don’t bother to validate what they see/hear/read before passing it on, causing misinformation, confusion or even fraud. National Information Literacy Programme (NILP) is an under-developed section of Singapore National Library Board. Our team won the pitch with a task to brand NILP and launch a public campaign for the first time. The mission was to drive the importance of info literacy and equip Singaporeans with the ability to deal with information overload and credibility. The outcome was a naming of the campaign with a catchy acronym S.U.R.E. It’s branded with a friendly cloud shaped logo as a visual stand-in for information haze, symbolizing the ability to see through information clutter. In addition, a series of illustrative ads and posters were created and applied to appropriate media contexts as powerful thought-provokers. They exposed the breadth of most often shared and commonly misinformed types of news.
A Series of Awareness Posters and Press Ads
Campaign Logo
Initial Proposed Logos
Awareness Posters within National Library
S.U.R.E
a national information literacy initiative
Lenticular Outdoor Press Ads
Outdoor Press Ads
Entrance Door Decals
Awareness Posters, Screens and Stickers on Book Covers within National Library
Wall’s ice-creams Design Brief for Ice-cream cart design areas : Initiative Design Brief Pack client : Unilever roles : Concept, Art Direction, Design cd: Francis Ooi cco: Neil Johnson
Front and Back Covers
Content Spreads
The sight of an elderly ice-cream uncle with his Wall’s ice-cream cart once roamed the streets of this island nation. Many Singaporeans have grown up with these iconic sights, sounds and tastes these carts provide. However, these traditional sightings are fading in modern Singapore today. Besides a brief introduction to these disappearing sights, this initiative booklet was designed as a creative brief for Polytechnic students and young enthusiasts to rejuvenate the design for these carts. To make them hip again and attractive to the youth, the elderly and the holidaymakers, while preserving its cultural integrity. The result is a contemporary modern design approach that’s quirky, warm and inspiring.
I Scream for Ice-cream Wall’s Goodbye Serious, Hello to Joy areas : Campaign Proposal client : Wall’s Ice-cream roles : Concept, Art Direction, Design and Visualization writer: Jason Hall cd: Vinob Savio
The brief was to create awareness for Wall’s Ice cream’s new Joy campaign. The challenge is that, as we grow older, we become so busy with work and social activities that we become stressed and anxious adults. When this happens, we completely forget the simple joys in life that make us happy. However, we know everyone has the capacity to be happy, so the campaign idea was to provide a reason to say goodbye to serious, and hello to joy! Wall’s install Screambooths around Singapore in busy, stressful areas. People are invited to go inside the booths and scream for joy! Whoever screams for joy the loudest, will win a sweet surprise from Wall’s. Finally, Sweet snippets from the Screambooths will be shared online, encouraging more friends to participate.
Campaign Graphic
Scream Booth
Scream Machine with Digital Display Screen and Rewards Tray
POSB Cashpoint: Human ATM POSB Cashpoint Launch Campaign areas : Campaign Launch client : POSB Bank – DBS Bank Ltd. roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Low YH head of art: Benson Toh cd: Francis Ooi and Chris Lim
As part of DBS, POSBank is the most popular bank in Singapore. On 7 November 2014, POSB Cashpoint was launched; giving all POSB and DBS customers the option of convenient cash withdrawals at Sheng Siong super-market, 7-Eleven, SingPost and Guardian outlets. It’s the first of its kind in Singapore, where customers can withdraw up to $80 with any 7-Eleven purchases or up to $5,000 with any transaction done in SingPost island-wide. The team came up with the idea of a ‘Human ATM’ using a makeshift box over a person as a quirky mascot for the campaign. In line with the POSB ethos of ‘Neighbours first, bankers second’, a light-hearted launch video was produced alongside print and digital campaign materials. Prior to the launch, a quirky video documented the pre-launch activation in a few locations around Singapore. Representing an army or a team of ‘Human ATMs’, they prepared themselves for the launch date, and the group ‘worked out’ in prominent public areas, and enjoyed great social media awareness.
REAL-SIZE STANDEES POSITIONED NEXT TO SELECTED POSB ATM MACHINES
POSB Cashpoint: Human ATM POSB Cashpoint Launch Campaign
PRE-LAUNCH ACTIVATION VIDEO
CAMPAIGN LAUNCH VIDEO
DBS Live More Bank Less 1 minute corporate brand video areas : Regional Brand Campaign client : DBS Bank Ltd. GSMC roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Grace Lim co-art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
The key objective of this video was to deliver the new promise by DBS Bank helping customers Live more, Bank less. It is an awareness communication targeting the mass audience. Whether the viewers are potential account holders, wealth or corporate customers, it was designed to give them emotions that DBS is a bank that really makes banking joyful, yet having a reputation of being Asia’s safest and strongest bank to rely upon. It was meant to give an ‘Unbank’ and uplifting image that feels for the living of it’s customers from their perspectives. Meanwhile, portraying how innovative thinking and technology in DBS can make everyday banking so much easier and invisible, so that people can make the most out of their lives.
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DBS Live More Bank Less 1 minute corporate brand video
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DBS Treasures Private Client areas : Campaign Press Ads and Mailers client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks cd: Francis Ooi cco: Neil Johnson
Full Page Press Ad for Asia Treasures Lounge at Singapore Changi Airport
The DBS Treasures Private Client (DBS TPC) is the mid-range of the three main tier of DBS wealth management services, below the higher tier counterpart DBS Private Banking (DBS PB) and above DBS Treasures. They seek clients who could invest S$1.5million/HKD8million and more. Their unique selling proposition is that their clients enjoy ‘The best of both worlds’, uniquely pairing expert wealth management with personal banking convenience. This USP was communicated in both above and below-the-line collateral ranging from press ads on international investment publications and online advertising, to in-branch brochures. A much lighter silver tone was applied predominantly on all its branding to differentiate it from DBS PB. Sophistication is the key approach in both writing and visuals.
Full Page Press Ad
Full Page Press Ad for Multi-Currencies Campaign
Back Envelope Wrap Press Ad on Wall Street Journal Front
Direct Mailer
Envelope Revealing Sleeve
Sleeve Revealing Folder Brochure
DBS Wealth Team Relocation Announcement Pamphlet
Folder Cover
Folder Revealing Brochure
DBS Private Client areas : Relationship Managers Sales Kit and Invitations client : DBS Bank Ltd. Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Cozette Hendricks cd: Francis Ooi cco: Neil Johnson
DBS Private Bank Sales Kit Brochure: 36PP printed with Matt Silver Special Spot Colour
Using the insight that Asia is creating wealth faster than anywhere else in the world, DBS takes the position of a bank born and bred in Asia, and able to tailor-make Asia-centric investment solutions to grow and protect their clients’ wealth for generations to come. DBS Private Bank (DBS PB) is the top-tier of their wealth management service, catering to clients who could invest S$5million/HKD25million and more. A silver metallic texture is used together with a hint of DBS red against a predominant dark grey to give this first- class service a premium brand recognition. The branding was seen through all related collateral ranging from invitations to major press ads. DBS PB Relationship Managers provide their client with holistic solutions on both their clients’ private and business needs. A PB sales kit brochure was specially conceptualized and designed to further equip them on their mission to attract potential clients.
DBS Treasures and DBS Treasures Private Client Proposal for Re-Branding Spark Campaign areas : Campaign Launch client : DBS Bank Ltd. GSMC & Wealth Team roles : Concept, Art Direction, Design, Visualization and Brand Overview cd: Francis Ooi and Chris Lim cco: Neil Johnson
Full Page Press Ads for DBS Treasures
Full Page Press Ads for DBS Treasures Private Client
In 2015, DBS launched its Spark Campaign, aiming to ignite and bring out the aspirations in individuals. Revolving around this campaign, DBS approached our team for a new series of communications that will feature their Wealth sectors. The team approached this from two different angles. On the Treasures categories, the team placed their focus on the upcoming new wealth generation, the younger successful high profiles making their mark in the wealth scene. For the more mature group in the Treasures Private Client, the focus is on family inheritance wealth, revolving around their thoughts and emotions for their future generations. A sleek black and white, low-angled photography approach was proposed to glamourize the featured talents who will be listed for their ‘believably real’ look. The spark graphic extracted from the logo and Sparks campaign is stylishly weaved into the backdrop. These series offers a notion of a premium tier DBS campaign that differentiates itself from other general consumer advertising.
DBS Treasures and DBS Treasures Private Client Proposal for Re-Branding Spark Campaign
DBS Treasures is part of DBS Wealth Management services. DBS Treasures clients can enjoy an extensive array of financial and investment opportunities with personal attention from their Relationship Managers on their wealth management matters. Additionally, they are presented with regional lifestyle privileges ranging from hotels to luxury travel services. With maintenance of more than S$350,000 in investments or asset under management with DBS Bank qualifies one as a DBS Treasures client. The DBS Treasures Private Client (DBS TPC) is the mid-range of the three main tier of DBS wealth management services, below the higher tier counterpart DBS Private Banking (DBS PB) and above DBS Treasures. They seek potential clients who could invest S$1.5million/HKD8million or more.
Campaign Manifesto
Various Out Of Home Awareness on Bills Boards, Pillars and Treasures Branches Island-wide
DBS UnionPay Platinum Debit Card Launch areas : Campaign Launch client : DBS Bank Ltd. CBG, Cards roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Grace Lim cd: Francis Ooi and Chris Lim
In the Chinese mainland, UnionPay cards have the largest acceptance network. You can pay with UnionPay cards at the POS terminal at almost all merchant locations, and all ATMs nation wide accepts it for RMB cash withdrawals. The main target audience are the frequent busniess travellers form Singapore to China. DBS UnionPay Platinum Debit Card was launched with a message that highlighted the card as the only debit card anyone will need in Singapore and China. Hence a ‘hassle free’ brand image’ was breath into the launch campaign. The card is designed with a linear graphic line that demonstrates a union of Singapore and Shanghai skylines.
The initial proposition was aimed at both Chinese Nationals and Singaporean to possess a duo cards system that allows direct cash withdrawals in both countries. Hence the idea of using the Chinese character that represents duo: ‘Shuang’. This character is also an auspicious symbol in Chinese culture which added values to the card in China. Final Debit Card for DBS UnionPay
Proposed Debit Card Design for DBS UnionPay
Facebook News on the Launch
Chinese Half Page Ad
English Half Page Ad
Welcome Packs and DL Size Take-one Leaflet
Manulife Brand Design guidelines areas : Campaign Launch client : Manulife Financial roles : Design and Visualization writer: Cozette Hendriks art: Ferooze Tabrani cd: Francis Ooi and Chris Lim
Manulife is a leading Canada based financial services organization that has been around for 125 years. They have principal operations in Asia, Canada and the United States. Manulife Singapore was established in 1980, it provides a one-stop life insurance, retirement and wealth management solutions. It distributes products through a number of specialist partnering banks and financial advisory firms. Spear headed by a fresh campaign launch; ‘Ready for life’, objective was set to refresh it’s local brand look while retaining a corporate association to it’s mother brand in Canada. On a response to a design brief, white was extensively used in replacement over the pre-dominating green mix to freshen up the entire brand. This is then followed by a subtle hint of corporate green applied in various ways that enhance sophistication.
Final Launch Bill Boards and Posters
Brand Guidelines
BTL : Champion Products Overview Pamphlet and various A5 to DL Product Pamphlets Product Pamphlets
Frontline Magazine Ad
DBS Credit and Debit Cards Cards Design areas : Design and Branding client : DBS Bank Ltd. Cards roles : Art Direction, Design and Brand Overview co-art: Irene Lau cd: Francis Ooi and Chris Lim
UnionPay Debit Card: The initial proposition was aimed at both Chinese Nationals and Singaporean to possess a duo cards system that allows direct cash withdrawals in both countries. Hence the idea of using the Chinese character that represents duo: ‘Shuang’. This character is also an auspicious symbol in Chinese culture which added values to the card in China. The proposition was changed at a later stage and hence the final design was simplified to a linear graphic line that demonstrates a union of Singapore and Shanghai skylines. Black Card: Aimed at a range of audience in their late 20s to early 40s who enjoy a good range of night life activities in bars and restaurants, who are into branded labels and loves frequent vacations in overseas destinations. Apart from the DBS and Visa/Amex Logo, the initial bold idea was to have the entire card tinted with gun metal black and just subtle touches of the DBS colver motives. Business Cards: A suite of business cards that cater to SMEs of all sizes. Ranging from MasterCard® World Business Card designed for the frequent business traveller to Visa Platinum Business Card and Visa Business Advance Debit Card, which are multi tasking credit cards that let one do business on his/her own terms.
Proposed Debit Card Design for DBS UnionPay
Final Debit Card for DBS UnionPay
Proposed Visa Credit Card Designs for DBS Black Card
Final Amex and Visa Credit Card Designs for DBS Black Card
MasterCard and Visa Credit Card Designs for DBS Business Card
POSB Smiley National School Saving Campaign areas : Campaign Launch client : DBS Bank Ltd. POSB roles : Art Direction, Design, Visualization and Brand Overview writer: Joseph Seah digital art head: Siow Wei cd: Francis Ooi and Chris Lim
Gone were the good old values of saving up and thrift in many Singapore’s primary school kids today. The brief was to use POSB to inculcate and teach children the values of savings in a fun and engaging manner. The National School Savings Campaign 2015 was a 10 months long program collaboration between POSB and the Ministry of Education. Targeted at primary school kids and parents, it was rolled out in various above the line and online media. The programme kicked off with a launch event graced by the Minister of Education. The classic POSB Smiley Squirrel was reintroduced with a modified brand image. Smiley stamp cards which encourages savings among children were distributed. The campaign was also driving traffic to a Smiley Town App that serves as a fun and educational platform. The awareness programme was rolled out nation wide in schools and educational bodies.
Masthead Design
Full Page Print Ad
Masthead Applied throughout Events Hoarding, Stands, T-shirts and Collaterals
DBS Expatriate Programme areas : Campaign Launch client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Scott Issac cd: Francis Ooi
DBS Expatriate Programme is comprehensive suite of services designed for expatriates. It caters to all their savings, payment and personal accident protection needs to help them integrate into Singapore. It offers useful information ranging from salary crediting, taxes, to billings and actively engage them with regular events. An idea to help expatriates feel at home almost instantly after touching down in Singapore was proposed. A cozy condominium environment with a nice window view of Singapore skyline was cleverly parked on the open exit doorway of a landed plane’s interior. This execution dramatises the scenario of an expatriate stepping right into the living room upon their arrival. A series of press ads are produced in different languages catering to the most popular groups of expatriates in Singapore.
Full Page Press Ad in Japanese Financial Articles and Magazines
Full Page Press Ad in Expats Living Magazine
Double Page Press Inserts for Annual City Guide Proposed Idea for Double Page Press Ad
Emailer
DBS Cashline areas : Campaign Identity client : DBS Bank Ltd. CBG Consumer Banking Group roles : Concept, Art Direction, Design, Visualization and Brand Overview writer: Teresa Ong cd: Francis Ooi
Cashline is a standby line of credit targeting those who hold multiple credit cards with different banks and are motivated by low interest rates with a fast approval time. DBS Bank was offering a compelling low interest rate of 9% for 9 months and hoped to drive sign-ups for the product from customers who are planning to beef up their spending power or from those in need of cash. From a series of presented concepts to refresh the campaign for Cashline, DBS decided to go with a simple, strong visual approach, emphasizing its 9% interest rate. Art-directing a bundle of 100 dollars notes into the shape of a numerical number 9 within a nostalgic homely environment, an impactful message was created to bring across the notion of a cash ready scenario. The campaign rolled out on several media buys ranging from newspapers, pamphlets, train decals, to online banners.
MRT Train Stations Door & Window Decals
DL Size Take-one Leaflet
Full Page Press Ads
Half Page and Strip Press Ads
DBS Bank Branches Main Door Decal
DBS ATM Cash Machine Screen
Alternative Proposal
Give Away Tissue Pack
McDonald’s™ Singapore Meet Share Love Campaign
areas : Campaign Launch client : McDnald’s Corporation roles : Concept, Art Direction, Design, Visualization and Brand Overview team: Joseph Chan
While many adults have fond memories of McDonald’s as an after-school hangout place with friends in their younger years, many now see McDonald’s as a functional place to fill their stomachs. The team was faced with a challenge to re-create the emotional connection to McDonald’s and rejuvenate its declining brand love-mark. Be it online on social networks, or a chance meeting on the street, our insight was that the commonly used phrase “We should catch up!” is often said but seldom carried out. McD’s has always been an integral part of Singaporean lives. So we leveraged the inherent connectivity of McDonald’s to who and what matters the most. Branching out from McD’s campaign Meet.Share.Love, we came out with the big idea: MAKING MEET SOON, MEET NOW. For all the times people procrastinated meet-ups, McDonald’s is here to capture it for them, and to rekindle the relationship. We branded the campaign with a quirky name ‘After School’ and a McD’s own school crest. Using the superficial, online relationships, and turning them into a real, intimate gathering of friends at McDonald’s.
Campaign Press Ad
Campaign Crest
In-stall Posters and Super Graphics
Landing Page of Campaign Microsite for users to link up with their facebook profile, key in School Departed Date, the old McDonald’s hang out branch and reunion date.
McDonald’s™ Singapore Meet Share Love Campaign
Awareness live-feed projections & screen displays featuring old schoolmates interacting to form messages via the campaign microsite
Using the image captured on the Campaign’s Mobil App to form the entire collaborated message
Campaign Give Away Ketchup Packards In-stall Posters and Interactive Booth
Campaign Launch TVC Story Board
a alexander ng
portfolio
2013 to
2016